This is the first stylebook I created for ModCloth. Showcasing holiday-time outerwear, I wanted to create an outdoors scene that captured the magic of the season. Using natural lighting, reflectors, and on-set glitter, we got some great shots. Compiling everything together, I was able to enhance the look further with typography, layered graphics, and some glitter and metallic overlays.

My hard work paid off with a wonderful compliment from Katie Garlinghouse, VP of Marketing. She had been telling me how much she loved what I was creating, but when it was all done, she said it set the bar for our future stylebooks. Thanks Katie!


This lookbook can be viewed online.

In addition to the stylebook and shopping page graphics, Banner Ads were created to promote the stylebook off-site.

Knowing this is a time of year when competitors go heavy on the copy, we opted to keep these ads simple, relying on their beauty to entice the customer to engage with the ads.

Bigger-Picture Concept Influenced My Design

The bigger-picture goal for me was to create a harmonious look and feel for everything launching over the season.

 

With three different designers and little natural collaboration amongst the team, the lookbooks had taken on several different aesthetics.

In order for me to create cohesion amongst all holiday graphics, I chose to stick with fonts purchased for the holiday season and began my design work by looking to the other lookbooks which had already been designed (week 1). Although the look would be different, I wanted there to be a common thread uniting the lookbooks with all the other holiday collateral being produced.